Humans are like magpies. We like pretty things. If your CD packaging stands out, there’s a change we would want to pick it up and maybe even buy it. Don’t roll your eyes now. I know 2008, 2009- in fact a lot of 2000-sucked for a lot of us. The industry has changed. Digital downloads are 50% of revenue for major artists. And another thing: people are broke. So simply releasing an album in a CD takes courage.
I know what’s on your mind. Why would people pay for music when they can get it for free? And why, pray tell, should musicians invest in a creative (expensive!) CD packaging when they’re not even sure they’d sell half of their CDs?
But hey, did you read the latest in music sales report? In 2011, according to Nielsen, overall physical album sales declines 5%, BUT this is significantly less that the 19% decline in 2010. Yes folks, contrary to popular belief, CD sales is going up. It never left despite digital downloads and by the looks of it, it is here to stay.
Even though the major music industry has for sure taken a back seat in the previous decade, the plus side is that people still love music. People still go to music shows, live music is still a great place to increase your fan base, and they still buy CDs if they’re really good (worth their dollars). CD packaging/ CD duplication saw a 62% increase in 2011, according to Sony Manufacturing.
If you’re not focusing on CD packaging, then you’re F)*&^ed.
This one is truer that true. People are getting picky. They want fun stuff, cool stuff, whimsical stuff. If they can’t find that in your CD packaging, then they might as well just get the music online. People are broke and they want value for money more than ever. So if you’re really scared that people won’t buy your CD, the best solution is this: Market your CD by having a really impressive CD packaging.
You got to do more for the common folk nowadays, my friends. This is why you see major labels put out CD box sets more than ever. Custom CD packaging, creative 4 panel digipacks, 8 Panel digipacks…Heck, we are being asked to do &^% I didn’t even think was possible till recently. Give people value for money. If that means increasing your effort on your CD package or by throwing in extra merch, go do it.
WHY? Because you go to do that little bit of extra to convince them to buy the CD.
Another advantage of a kick-ass CD package is that record labels and potential investors are going to take note if it looks like you give a shit and you spent time coming up with a decent CD package. If you’re sending stuff out to get airplay on radio stations, station managers, program directors are going to notice if your CD package is decent. If it’s anything below exceptional, it’s going in the trash.
If you worry about money, do less units. Yes, you hear me. Do less. Less but more. Instead of doing 3000, do 500 or 300 but make them awesome. Put the extra cash into marketing the best CD package you can.
You’re an artist. It’s your job to be creative. Your CD package should be an extension of your music. Dude, you’re about to cross the finishing line, don’t drop out now.
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